Strategic Management of Qantas Airways

Running head: STRATEGIC MANAGEMENT
STRATEGIC MANAGEMENT
Name of the Student
Name of the University
Author Note

1STRATEGIC MANAGEMENT
Table of Contents
Post 4..............................................................................................................................2
Introduction to business level strategy.......................................................................2
Evaluation of the key business level strategy of Qantas Airways.............................2
Value chain analysis of Qantas Airways....................................................................2
Conclusion..................................................................................................................4
References..................................................................................................................5
Appendix........................................................................................................................6

2STRATEGIC MANAGEMENT
Post 4
Introduction to business level strategy
Business level strategy is based on the set of detailed actions that are performed in
order to provide effective value to the customers and further develop a competitive advantage
in the industry as well. Business level strategy is considered to be important for the
organization as it is helpful for the organizations to take effective decisions based on the
business objectives (Barros, Hernangómez & Martin-Cruz, 2016). The report will be based
on the business level strategy that has been implemented by Qantas Airways.
Evaluation of the key business level strategy of Qantas Airways
Qantas Airways has achieved competitive advantage in the airlines industry with the
help of differentiation strategy with the help of its diverse levels of services. The cost
leadership based strategy has been implemented by the organization in order to increase the
customer base.
The differentiation strategy of Qantas Airways is based on the segmentation of the
routes which are covered by the flights. The operational costs are reduced and services are
offered to the customers at lower costs with respect to the cost leadership based strategy. The
focus strategy is implemented by the organization in order to provide effective services and
goods to the specific segment of customers (Daspit et al., 2017).
Value chain analysis of Qantas Airways
The diversification strategy has been implemented by Qantas Airways with the aim to
develop an effective value chain and a huge customer base as well. The organization has
provided greater levels of value to the customers in Australia as compared to its competitors
Air New Zealand and Virgin Atlantic. Qantas Airways is thereby famous in the industry for
providing high levels of services at lower costs. The value chain of Qantas Airways has been